Market shifts: what’s new
Muslim-owned and halal beauty brands
This gap in the market has led to a boom in halal beauty brands by Muslims for Muslims, as a level of understanding of their religious beliefs is required in order to be successful. Sunna Musk, for example, is one of the few Muslim-founded fragrance brands on the market, allowing it to ensure halal status is achieved. 'We define halal based on the rulings of the Scholars/Muftis,' says its CEO Kazi Abidur Rahman, highlighting how its oil-based fragrances are alcohol-free 'which means you can pray with them and have no issue with wearing them'. Problem-solving innovation is also reaching the nailcare market. With Muslims engaging in five daily prayers, they're required to perform Wudu, an act of ablution in which water must pass through parts of the body, including nails. Recognising that water isn’t able to pass through to the nails if a person is wearing polish, ORLY contains new oxygen technology, a breathable formula that allows water vapour to pass through.
Extra Ethical
There is also a drive towards vegan products, as people recognise the role the environment plays in halal lifestyles. Halal skincare brand Flora & Noor, for example, is also vegan and eco-forward. ‘People don’t even realise it is also how the product is made – in terms of packaging, being environmentally friendly and environmentally conscious. That’s also a part of being halal,’ Jordan Karim, the founder of Flora & Noor, tells Byrdie. The crossover between vegan and halal brands is closely knit, and often vegan brands will associate with halal labelling. ‘Aligning with a halal-friendly standard guarantees a product that is clean, vegan-friendly and cruelty-free, a requirement that is highly demanded by consumers, regardless of their religion or custom,’ explains Fizah Pasha, founder and CEO of Brulée Beauty, a vegan brand that is working on its halal certification.
